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Less work, more impact: with marketing automation

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by Mathilde Vanelsacker

In the fast-paced world of digital marketing, it's critical to deliver the right content to your target audience at the right time, in the right tone. And that's where marketing automation comes in!

But what does marketing automation really mean? Learn here how to automate repetitive tasks, create personalized campaigns and gather valuable insights. Welcome to the future of targeted and successful marketing!

What is marketing automation and why is it important?

Marketing automation is a smart way to put repetitive marketing tasks on autopilot. For example, using this technology, you can automatically send personalized messages to your customers when they download a brochure on your website. This allows you to reach your leads and customers at the perfect time, according to your own instructions based on a workflow.

You can decide what this "workflow" looks like, or simply use a ready-made template. Think of sending a welcome email as soon as someone subscribes to your newsletter, or a reminder when they have left something in their shopping cart.

In addition to this, you can also define your own triggers. Imagine you are a construction company and an architect or end customer downloads a product brochure on your website. With marketing automation, you can add the end customer and architect in a separate workflow. The architect will get emails about the product spread over several weeks with the goal of convincing them to schedule an appointment with your account manager (aka drip campaign). The end customer will receive different communication, as we want to push them to request a sample or contact an architect within your network.

This approach ensures that you intelligently guide your leads through the customer journey. From a visitor on your website to a lead ready to be approached by sales and eventually become a customer.

On top of that, you generate so much data with marketing automation. It will help you understand exactly what works and what doesn't for your target audience. You will gain insight into the effectiveness of your campaigns, allowing you to work smarter and smarter.

The benefits of marketing automation for your business

There are several benefits of marketing automation.

  1. Improve efficiency. This can be done by automating repetitive tasks such as sending emails and managing social media posts. This saves valuable time and resources, allowing your team to focus on strategic tasks.
  2. Increase the quality of your leads. By not forwarding leads directly to your sales team but first really getting them excited about your product or service, sales will get more quality leads. In short: more attention to the leads that have a higher chance of eventually becoming customers.
  3. Increase your ROI. By automatically offering personalized and relevant content, you can improve the engagement and conversion of your leads. The result is increased sales and a better return on your investment.
  4. Valuable insights and reporting. Through thorough analysis of your hubspot workflows, you can discover which ones are performing best and what adjustments are needed to improve results. These insights allow you to continually adjust and optimize your marketing strategy so you always stay one step ahead of your competition.

How can HubSpot help with this?

A common stumbling block for companies in effectively deploying marketing automation is the fragmentation of data between sales and marketing and the various systems. A missed opportunity.

HubSpot offers a solution here through their integrated CRM system. With which you can seamlessly leverage your CRM data to set up advanced HubSpot workflows. This centralizes your data and opens the door to effective marketing automation.

This integrated CRM system, acts as the foundation of your marketing automation strategy. This data allows you to send much more targeted communications to persuade your customer. For example, you can provide personalised content based on interests and behaviour of your leads but also based on the purchases they made in the past. The latter is not always possible if your CRM is completely disconnected from marketing.

Because all your data resides in one system, you can determine much more accurately where your leads' interests lie and how to work with them.

HubSpot marketing automation gives you a true 360 view of your marketing and sales efforts. HubSpot's reporting and dashboards show you exactly how much revenue your marketing actions are ultimately generating.

In addition, HubSpot provides detailed reports and analytics so you can measure and improve the performance of your marketing campaigns.

In short, HubSpot can transform marketing automation in your business by making it easier to generate, nurture and convert leads, while giving you valuable insights to optimize your marketing strategy, all in one tool.

Practical tips for implementing marketing automation

Implementing marketing automation can be a big step for your business. Here are some practical tips to get you started:

  1. Set clear goals: Determine what you want to achieve with marketing automation, such as generating more leads or improving conversion rates. It's important to set measurable goals so you can track your success. For example: I want 10 downloads of my white paper this month.
  2. Identify your buyer personas: Understand who your ideal customers are and what their needs and challenges are. This will help you create personalized content that matches their interests and motivations. Read more about identifying your target audience here.
  3. Create a content strategy: Develop a plan for creating and distributing valuable content. Make sure your content is relevant, engaging and useful to your target audience. For example, create a series of informative blog posts that address your target audience's challenges. Then automate email campaigns to share this content with leads who have expressed interest in similar topics.
  4. Invest in the right tools: Choose a marketing automation platform that fits yourneeds and budget. HubSpot is an excellent choice because of its extensive functionality and user-friendly interface. Request your Marketing Hub demo here.
  5. Test and optimize: Monitor the performance of your marketing campaigns and test different angles. This way you learn from your successes and failures and continuously optimize your strategy. Example: test two different subject lines for the same email campaign to see which one generates more opens. Then use these insights to improve and adapt your future email marketing strategy to your audience's preferences.

With these practical tips, you can make your marketing automation implementation successful and take your company's results to the next level.

Discover the power of marketing automation yourself

Want to experience the power of marketing automation for yourself? Request a personal demo with our marketing automation specialist and discover all the possibilities tailored to your specific situation.


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